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Recycling and Re-purposing Content Case Studies Your Host: Charles van der Wal Inbound Marketeer @charlesvdwal [email protected] Presented by: Ingrid Archer Managing Partner @ingridarcher [email protected] 16th January 2014

B2B Webinar Festival: Content Recycling in B2B

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Tijdens het B2B Webinar Festival op 16 januari 2014, legde Ingrid Archer, managing partner van spotONvision, uit hoe je content succesvol kunt recyclen en inzetten in jouw marketingstrategie. Je hoeft namelijk niet continue het wiel opnieuw uit te vinden. Kijk allereerst wat je op de plank hebt liggen. Tijdens het webinar gaf Ingrid praktische voorbeelden en tips over hoe je jouw oude content, succesvol kunt hergebruiken. Heb je het webinar gemist? Bekijk dan hier de slides. Voor meer informatie; bekijk de website van spotONvision: www.spotonvision.com. spotONvision organiseert jaarlijks het B2B Marketing Forum. Voor meer informatie: www.b2bmarketingforum.nl.

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Page 1: B2B Webinar Festival: Content Recycling in B2B

Recycling and Re-purposing ContentCase Studies

Your Host:Charles van der WalInbound Marketeer@[email protected]

Presented by:Ingrid ArcherManaging Partner@[email protected]

16th January 2014

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@ingridarcher#b2bnl

The Buyer Contentmarketing

Lead Management Marketing Automation

Our services

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@ingridarcher#b2bnl

Questions?

GoToWebinar: “Chat” or “Ask a question”

Or

Twitter hashtag #b2bnlTwitter: @spotonvision

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@ingridarcher#b2bnl

① A case

② Content challenges

③ Recycling or re-purposing your content – why?

④ Content recycling in 5 steps

⑤ Content recycling ideas

⑥ 3 final tips to be successful

Agenda

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Charlotte

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@ingridarcher#b2bnl

List of possibilities

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① A case

② Content challenges

③ Recycling or re-purposing your content – why?

④ Content recycling in 5 steps

⑤ Content recycling ideas

⑥ 3 final tips to be successful

Content challenges

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@ingridarcher#b2bnl

80% of your marketing materials is not used (source: IDC)

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@ingridarcher#b2bnl

Content for each phase in buying cycle

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@ingridarcher#b2bnl

Main challenges are: • Interaction through

content• Producing enough

content• Producing right

variety of content

The Content Challenges in NL - 2012

spotONvision & TNS NIPO B2B Marketing Barometer 2012

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@ingridarcher#b2bnl

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Recycling or Repurposing

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Poll: Maak jij gebruik van Content

Recycling in jouw organisatie?

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@ingridarcher#b2bnl

① A case

② Content challenges

③ Recycling or re-purposing your content – why?

④ Content recycling in 5 steps

⑤ Content recycling ideas

⑥ 3 final tips to be successful

Recycling or repurposing

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@ingridarcher#b2bnl

Why?

Budget

Plenty on the shelf

Reaching target audience through

different channels/ways

Why invent the wheel again

Search Engine Optimization

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@ingridarcher#b2bnl

① A case

② Content challenges

③ Recycling or re-purposing your content – why?

④ Content recycling in 5 steps

⑤ Content recycling ideas

⑥ 3 final tips to be successful

Content recycling in 5 steps

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@ingridarcher#b2bnl

Content recycling in 5 steps

Make an inventory of your existing content

Categorize

Read and check it all

Judge and prioritize (‘from big to small’ or ‘from small

to big’)

Create content planning in line with your goals and

budget

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@ingridarcher#b2bnl

① A case

② Content challenges

③ Recycling or re-purposing your content – why?

④ Content recycling in 5 steps

⑤ Content recycling ideas

⑥ 3 final tips to be successful

Some ideas

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@ingridarcher#b2bnl

Repurposing: Start Big and Break Down

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Survey results online

Interview with one of the authors

Press release

Summary of the resultsBlog post about the survey in general

1 article per chapterWebinar

about the survey

The long life of a Survey

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@ingridarcher#b2bnl

Nuon Masterclass

Video interview all speakers

Impression video

Report of the day6 short articles

eBook

Webinar about same topic

The long life of an Event

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Annual Reports: pick out the clever bits

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Repurposing: Start Small and go Big

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@ingridarcher#b2bnl

Series of articles

Publish 1 by 1 over time

Bundle articles into 1 paper

Blog post about the paper in general

Webinar series per chapter

Ppts on Slideshare

The long life of an article

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@ingridarcher#b2bnl

Good Stuff for recycling and repurposing

Quality Control for Manufactur

ing

The Employee Manual

Do’s & Don’ts when

working with clients

Annual Reports & Brochures

Articles Whitepapers

Magazines and

newsletters

Powerpoints

Q&A’sContent

from customers

Videos Events

Infographics Demos

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@ingridarcher#b2bnl

Why invent the wheel?

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@ingridarcher#b2bnl

Remember: The Rule of 5

5

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Promotion – power of social media

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@ingridarcher#b2bnl

① A case

② Content challenges

③ Recycling or re-purposing your content – why?

④ Content recycling in 5 steps

⑤ Content recycling ideas

⑥ 3 final tips to be successful

3 content tips to be successful

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@ingridarcher#b2bnl

Be relevant to your readers

1

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It’s not about you (put yourself on the side..)2

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Optimize your content3

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Want more? Downloads are available

eBook on Content Marketingwww.spotonvision.com

ePocket on content recycling www.spotonvision.com

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@ingridarcher#b2bnl

Q&A

via “Chat” or“Ask a question”

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@ingridarcher#b2bnl

Want to know more? Or need help?www.spotonvision.com

@spotONvision@b2bmktforum@ingridarcher

LinkedIn groups: B2B Marketing Forum & Passion for B2B Marketing

http://www.youtube.com/user/spotONvision

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@ingridarcher#b2bnl